A bold move on the Las Vegas Strip signals fresh ambition. Resorts World Las Vegas has just brought in a name well known in casino circles, aiming to court deep-pocketed gamblers from around the world.
Greg Shulman, a longtime executive in casino marketing, has been appointed executive vice president of international marketing at Resorts World. The resort made the announcement via press release, calling the hire a key step in its “long-term growth strategy.” Shulman joins the team after a three-year run at the Palms Casino, where he made a name drawing in VIP clientele.
A Familiar Face with Global Clout
Shulman’s name rings bells among casino marketers, especially those with ties to the international scene. He’s not flashy, but he’s consistent—a behind-the-scenes strategist who knows how to turn wealthy visitors into loyal guests.
At the Palms, he helped rebuild the casino’s player development team during its post-renovation rebranding push. Before that, he had stints at other well-known properties, often in high-touch marketing roles that involved cultivating international relationships.
He stepped into his new role at Resorts World on March 17. So far, the buzz around his hire has been positive, with many industry watchers calling it a smart get.
Why This Hire Matters—And Why Now
This isn’t just about hiring another executive. It’s about the money—and where it’s coming from.
The high-stakes gambling segment remains fiercely competitive. While domestic tourism still drives much of the Strip’s traffic, international high rollers can dramatically move the needle for resorts. These players often drop six figures—or more—in a single trip.
What Resorts World is chasing isn’t casual foot traffic. It’s the loyalty of VIPs from Asia, the Middle East, and Europe. And Shulman knows how to bring them in.
One gaming consultant familiar with the hire, who asked not to be named, said, “If anyone can connect with those markets, it’s Greg. He’s got the contacts. He’s got the trust factor.”
Resorts World Still Carving Out Its Space
The $4.3 billion property opened its doors in mid-2021, making it the first new resort on the Strip in over a decade. It’s flashy, sure, but also still finding its identity in a saturated market.
So far, the resort has leaned heavily into entertainment partnerships, dining experiences, and technology-forward features. But when it comes to casino gaming, it still faces stiff competition from more established names like Wynn and Caesars.
That’s where Shulman comes in. His mission? Make Resorts World a regular stop for international VIPs.
And it won’t be easy.
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Wynn has long dominated the Asian high-roller scene, thanks to its presence in Macau.
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Caesars leans on its massive brand network and rewards program.
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MGM uses sports partnerships and events to attract international visitors.
Resorts World, despite its size, still has to earn its seat at that table.
Shulman’s Quiet, Targeted Approach
He’s not the type to showboat. Colleagues say Shulman prefers direct communication and private meetings over splashy events.
In his own words, he’s looking to “accelerate our growth in the international VIP player market.” That’s marketing-speak, but it’s also a subtle nod to the task ahead: not just attracting new players, but retaining them.
He’s expected to:
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Strengthen partnerships with overseas junket operators and agents
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Tailor exclusive experiences for high-end clients
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Build on existing relationships across Asia and the Middle East
All of which will take time. And patience.
Strip Resorts Betting Bigger on the World Stage
This hire isn’t happening in a vacuum. Other Strip properties have also been shifting focus toward international visitors again, especially now that travel restrictions have loosened post-pandemic.
Here’s a quick snapshot of how key Las Vegas resorts are engaging international markets:
| Resort | Recent Moves | Focus Regions |
|---|---|---|
| Resorts World | Hired Greg Shulman, expanding international VIP strategy | Asia, Middle East |
| Wynn Las Vegas | Strengthening Macau ties, private jet services | Greater China, Korea |
| Caesars Palace | Leveraging Caesars Rewards globally | UK, Europe, Australia |
| MGM Grand | Hosting global boxing and UFC events | Latin America, Europe |
The shift is noticeable. And necessary.
International VIP players often spend far more per visit compared to domestic guests. They also tend to stay longer and return more frequently if the relationship is right.
Looking Ahead: A Subtle But Significant Power Play
This isn’t the kind of hire that grabs headlines for days. But industry insiders are watching closely.
Shulman’s arrival sends a message: Resorts World isn’t content playing catch-up. It wants to lead, especially in a market where the margin between success and mediocrity is razor-thin.
One sentence says a lot here: “Contribute to Resorts World’s success.” That’s not fluff. That’s pressure. The kind only a seasoned casino hand like Shulman knows how to handle.
